Protect and Promote Your Brand on Social Media - Ragan … · 2018-05-02 · Brand Journalism What It’s Not • Authentic, relevant storytelling • Drives key messages • Shapes

Protect and Promote Your Brand

on Social MediaMary Wayte Bradburne@MaryBradburne

Share On Social

#RaganMSFT

@MaryBradburne

The average American owns at least four digital devices and spends an average of 60

hours per week consuming content across multiple screens.

- Nielsen U.S. Digital Consumer Report

@MaryBradburne #RaganMSFT

47% of smartphone owners use their phones to visit social networks every day.

- Nielsen U.S. Digital Consumer Report


Message Overload

>50% of

decisions are based on emotion/brand

Every employee is a spokesperson

Smaller attention spans on

increasingly small screens

453 Instagramposts every

second

5,700 Tweets per second

300 hours of video uploaded to

YouTube every minute

52,083 Facebook likes

per second



Company Business Objectives

Marketing / Communications Business Objectives

• Profitability

• Customer First/Customer Service

• Retention

• Efficiency

• Growth

• Share of Voice

• Influencer Engagement

• Brand Affinity

• Positive Buzz

• Sales

• Employee Sentiment& Engagement


Cisco’s Communications Agenda


Vision/Strategy Cisco Story

People & Culture

Innovation

Know Your Audience


Our Target Audience

IT Executive

The IT Exec follows Cisco

to stay ahead of the curve.

Knowing what’s next, first, is

what drives this segment to

make critical advancement

decisions for companies

and brands.

Opinion Leader

This segment analyzes top

trends and news, providing

opinions and thought

leadership. The Influencer

follows Cisco as a leader in

tech news and business.

Tech Enthusiast

The Enthusiast follows

Cisco for updates on

mobile and everyday

innovation.

Developer

The Developer is looking

to Cisco to monitor best

practices and technical

use cases for data.

IT Specialist

This segment follows

Cisco for the brand’s

innovative expertise

when it comes to cloud

storage, data

management and the

Internet of Everything.


Our Target Audience

Add in image depicting millenials as potential employeesAdd transition animation for it to appear


Social Strategy & Social Voice

Social Strategy and Social Voice

It’s imperative you know your social audience and voice, and tailor your

social media tactics accordingly.


Social Media: Our Tone

Disruptive RelevantTrustworthyInnovative


Tonality Examples

Safe: Thanks to [fan] for sharing this

great cable job! Share photos of your

cable work below. #CableWednesday

On-Target: Think you can do better?

Show us. #CableWednesday

Safe: May the fourth be with you.

Happy #StarWarsDay!

On-Target: With you, May the fourth

be. #StarWarsDay

Safe: To celebrate #SharkWeek, we want

to know – are you keeping your network

safe? See our report for key takeaways.

On-Target: Cyber sharks are lurking. Are

you safe? Find out: [link] #SharkWeek


Personality

Personality Anti-Personality

Visionary

Inspiring

Original

Short-Sighted

Bland

Conventional


Personality Examples

Inspiring

Original

Visionary


Personality Examples

Accessible

CleverBold


Listening Is Critical

The Bridge – Agency monitors

online conversations.

Designers develop social copy

and graphics.

Community managers respond to

incoming questions and

comments in real-time.


Content

Brand Journalism


Brand Journalism

What It’s Not

• Authentic, relevant

storytelling

• Drives key messages

• Shapes the conversation

• Establishes a loose brand

affiliation and often includes a

call to action

• Heavily-branded marketing

content

• A slogan, promotion or

commercial

What It Is


Brand Journalism At Cisco


Brand Journalism At Cisco


https://www.youtube.com/embed/MvmhRQ-wJeg

https://www.youtube.com/embed/MvmhRQ-wJeg



Managing Requests

Online Forms


What We’re Looking For

• Executive thought leadership

• New products or events

• News aligned with one of Cisco's top priorities

• Linked to the Communications Agenda

• Positive, third-party content relevant to the business tech industry

• Customer testimonials


Metrics: Analysis Is Everything

Metrics

Analyze Popular Content Look at Wordclouds

Gender Geography


Case Study: Detected

@MaryBradburne @DetectedMovie

#RaganMSFT #DetectedMovie



Internet of Things

Source: “The Internet of Everything: A $19 Trillion Opportunity,” Cisco Consulting Services, 2014

Leveraging Data into More Useful Information for

Decision Making

Data

Delivering the Right Information to the Right Person (or Machine) at the Right Time

ProcessConnecting People in More Relevant,

Valuable Ways

People

Physical Devices and Objects Connected to the Internet and Each Other for Intelligent Decision Making (IoT)

Things



























https://www.youtube.com/embed/SIT_jt1k9fc

https://www.youtube.com/embed/SIT_jt1k9fc

Top 10 Tips

1. Know Your Audience

2. Listen Actively

3. Capitalize on Appropriate Opportunities

4. Be Authentic

5. Don’t Be Afraid To Take Risks

6. Use Humor

7. Be Ready for Key Events and Holidays

8. Amplify Real-Time Content with Paid

9. Target Key Influencers

10. Measure Your Results and Repeat

Thank you!Mary Wayte Bradburne

@MaryBradburne

#RaganMSFT

Documents

Protect and Promote Your Brand on Social Media - Ragan … · 2018-05-02 · Brand Journalism What It’s Not • Authentic, relevant storytelling • Drives key messages • Shapes